Important Aspects of Cosmetic Packaging

By: liza252 | Posted: 07th March 2011

If we were to look at past decades, we would realize the remarkable changes that have taken place in the cosmetic packaging industry. The cosmetic packaging of today and that of the past are completely different, not only in style and design, but also in quality and significance. The primary objective of cosmetic packaging continues to be the same, which is to contain, protect, and preserve cosmetic products. However, it has attained far greater importance than in earlier times since cosmetic packaging now plays a critical part in building a brandís identity and image. Let us see how.

Every day a new product is launched that entices shoppers by promising the impossible. In various cosmetic stores we can see numerous brands fighting for the attention of shoppers. Do all the products succeed in grabbing the attention of shoppers? It all depends on how fast the products are able to make an impression, and it is never very easy since they do not normally get much time to create an impact. This is why retailers seek special means to promote and create a spectacular package solution that would stand out from the rest. The following are some of the important aspects of cosmetic packaging that both cosmetics manufacturers and cosmetic packaging manufacturers must focus their attention on:

Visual Appeal - Visual appeal is definitely the trigger that generates enough curiosity in consumers to take a look at the product again. When it is easy to get lost in the sea of thousands of products, it is absolutely the color and the design that can save the product from being ignored and overlooked. Hence, cosmetics manufacturers and cosmetic packaging manufacturers must include a lot of distinctive colors and unique designs in cosmetic packaging.

Protection - When designing packaging for cosmetic products, never sacrifice function for visual appeal since the primary purpose of packaging is to protect and preserve the contents. Therefore, make sure that the packaging material used protects and preserves the contents from spilling or leaking. However, as beautiful and trendy the packaging might be, if the liquid dispensers or airless pump bottles, for instance, are crushed, torn, or defective, then it will severely damage the brand identity.

Communication - The packaging should be designed in such a way that customers are able to easily locate and read information about the product. The packaging should contain necessary details such as what it contains and how it is to be used, preferably in more than one language, too.

Thus, today cosmetic packaging is no more a simple container in a plain box. It is now the most important deciding factor between product success and failure.

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